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Ge eo oJ Jo ou ur rn na al l o of f T To ou ur ri is sm m a an nd d G Ge eo os si it te es s Year X XI II I, vol. 26, no. 3

Festivals have, increasingly, become an important research focus in tourism. This study adaptsHerzberg’s two-factor theory to determine the satisfaction levels of attendees at the Festival ofArts and Culture (FESTAC), held in Limbe, Cameroon. Specifically, it investigated how theabove are influenced by their a priori motivations to attend the event, and how their levels ofsatisfaction, in turn, affect their revisit intentions. Using survey data collected from 324participants at the Festival, the study employed various specifications of the ordered logitmodel to predict the odds of attendees’ satisfaction levels and revisit intentions, based on theirmotivation for attending the event. The findings confirm the applicability of the Herzbergtheory in evaluating the relationship between the participants’ motivation factors and theirrelated satisfaction levels. Consistent with the existing literature, their satisfaction levels werealso found to influence their return intentions significantly. The results also emphasise themoderating effect of expenditure considerations on the attendees’ satisfaction levels. Thefindings, which have implications for both the event planners and the festival organisers,highlight the superiority of unique festival ‘motivators’ in predicting satisfaction levels,suggesting that event planners focus on such characteristics if they intend to increase theattendees’ satisfaction levels.

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